KR20010044443A - The marketing agent method and system for World-Wide-Web and Mobile Services - Google Patents

Abstract

PURPOSE: A marketing agent method and a system for the same are provided to enable a user to receive customized information among various information by using an intelligent agent service under the web and mobile environment so that it makes one-to-one or customized marketing. CONSTITUTION: The method comprises steps of a user driving an agent program as well as a web browser(S1), the user navigating over web sites or WAP support sites(S2), outputting a target home page on a display(S3), making the agent program monitor navigation processes and requesting a URL on a corresponding web site to an information provision server(S4), asking a marketing knowledge on the corresponding site of the information provision server(S5), requesting a corresponding rule if the information provision server has the marketing knowledge on the corresponding site(S6), the information provision server analyzing requests from the user(S7,S8), the server extracting optimal marketing knowledge or data from a database(S9), and the server offering the extracted marketing knowledge or data to the user(S10,S11).

Description

The marketing agent method and system for World-Wide-Web and Mobile Services}

The present invention relates to a marketing agent method and system for web and mobile services, and more particularly, to automatically provide a user with information or products to be provided to users at a target site in a mobile environment such as an online web environment and a mobile phone. By recommending 1: 1 marketing activities to users or providing intelligent agent services that provide optimized information to each user based on user profile, efficient marketing is possible from the point of view of information and product providers. From the point of view of a user, a marketing agent method and method for web and mobile services that can provide a more convenient and efficient interface in business activities by providing only the information necessary for oneself among various information quickly and conveniently. It relates to the system.

In the late 1990s, various technologies for 1: 1 marketing and personalized information development have been developed according to the activation of the web. In foreign countries, various solutions for 1: 1 marketing such as BoradVision are being developed, and CRM (Customer Relationship Management) solution for providing customized information is emerging. In Korea, various 1: 1 marketing and CRM solutions are being developed and sold.

However, these solutions focus primarily on the efficient management of customer information in terms of site operators, (2) the lack of real-time interaction with users, and (3) As a result, they are not active in marketing activities, and are mostly at the level of providing e-mail marketing or providing customized pages when accessing the site.

On the other hand, with the rapid growth of the wireless communication market, mobile businesses using technologies such as WAP or I-mode are increasing, and content providing solutions for this are being developed such as Content Anywhere of Mindbond. These solutions include (1) building new sites in mobile standard formats such as WML and simply sending them to mobile devices to provide rich content of online sites to mobile services, or (2) preliminary information on general websites. It extracts the displayed part and converts it into a mobile device. In the former case, a separate content page is constructed, while the latter case focuses on sharing the content of a web site with a mobile service. However, until now, solutions for providing real-time marketing services for customers on mobile services have not been developed.

In the case of agent solutions using cyber avatars, products such as Netavatar have been developed in Korea. However, these products are simply at the level of easy access to menu-driven functions (securities, news, weather, etc.) via voice recognition or a voice interface via TTS.

Therefore, each time a user finds the information he / she wants on the web site, it takes a long time and a lot of effort to obtain the information, and he / she can easily get tired of unfamiliar information. However, there was a problem of not having an opportunity to promote a product or company efficiently.

An object of the present invention for solving the above problems, the web user can be provided with information and products of various effects in real time while browsing the target site through a web browser while the agent is running, the guide of the agent According to the present invention, a marketing agent method and system for web and mobile services can be used to quickly and easily find desired information, and to enable users to browse the same information provided on a web site in real time more conveniently.

In addition, another object of the present invention is to enable marketing activities more efficiently through the agent according to the present invention from the point of view of the information provider and product seller, and interact with the user by organically linked with the website content of various information providers The present invention provides a marketing agent method and system for web and mobile services through which users can navigate the site more easily and obtain the desired information more easily.

1 is a conceptual diagram illustrating a marketing agent system for web and mobile services according to an embodiment of the present invention.

2 is a block diagram illustrating a marketing agent method for web and mobile services of the present invention.

3 is a flow chart illustrating a marketing agent method for web and mobile services according to one preferred embodiment of FIG.

4 and 5 are views illustrating an example of a screen displayed on a user information terminal together with an animated avatar according to the present invention.

Marketing agent method for the web and mobile services of the present invention for achieving the above object, Marketing agent method for web and mobile services comprising at least one user information terminal, an information providing computer and a server computer connected via a network The server computer may include a web browser management program for tracking information accessed by a user through a web browser, an avatar management program for presenting information to the user in the form of an animation through an avatar, and information on marketing knowledge. (A) building marketing knowledge corresponding to each page of a web site or a WAP site in the knowledge database; and (b) analyzing a user's request according to the marketing knowledge to provide an information computer. (C) the tablet; Steps from providing a computer for receiving information about the predetermined marketing for that site, and (d) is characterized in that obtained by using the information on the avatar received marketing comprising the step of providing to the user terminal information.

Preferably, the information providing computer or the server computer includes a user request analysis program that analyzes a user's request using a recorded user profile, and a knowledge database to search marketing knowledge corresponding to each requested page. A knowledge extraction program for extracting, a knowledge conversion program for converting the extracted knowledge to match the user information terminal, a knowledge providing program for finally transferring the converted knowledge to the user communication terminal, and information corresponding to the information providing computer. And a server interlocking program for requesting and providing information provided from the information providing computer to the server computer through a communication protocol. In step (a), a specific page of the web site and marketing information corresponding to the page are included. Map and store them, and step (d) In is possible if the user requests a specific page, while monitoring them to request marketing information that corresponds to that page at the same time spread the ancillary marketing activities to the user through an agent.

On the other hand, the marketing agent system for the web and mobile services of the present invention for achieving the above object, marketing for web and mobile services comprising at least one user information terminal, an information providing computer and a server computer connected through a network In the agent system, the server computer includes a web browser management program for tracking information accessed by a user through a web browser, an avatar management program for presenting information to the user in the form of an animation through an avatar, and a recorded user profile. A user needs analysis program for analyzing a user's needs using a, a knowledge database for storing information about marketing knowledge, to build a marketing knowledge corresponding to each page of the web site or WAP site in the knowledge database, the marketing The user's request is analyzed according to the knowledge and transmitted to the information providing computer, the information regarding the predetermined marketing of the site is input from the information providing computer, and the user information terminal is used for the received marketing information using the avatar. It is characterized by comprising a control unit programmed to provide.

Hereinafter, a marketing agent method and system for web and mobile services according to an embodiment of the present invention will be described in detail with reference to the accompanying drawings.

First, as shown in FIG. 1, in the marketing agent system for web and mobile services according to an exemplary embodiment of the present invention, a large number of user information terminals 10 and an information providing computer 20 are connected to a network ( 30) is configured to be connected to the server computer 40 by (online, internet, wireless communication network, etc.).

Here, the server computer 40 is a computer provided in a company that performs a marketing agent for web and mobile services of the present invention. The server computer 40 includes a controller and a database connected to a network controller.

In addition, the user information terminal 10 accesses the homepage or site of the information providing computer through the network 30, and accesses the server computer 40 through the information providing computer to provide information on various marketing. A mobile or personal computer such as the recipient's cell phone.

In addition, the information providing computer 20 is provided with various programs and databases for the promotion of the company or the promotion of the company's products, and the information about various marketing by connecting to the server computer 40 through the network (30). Is a computer of a company providing the user information terminal 10 through an avatar represented by an animation or the like.

Here, the server computer 40, the user information terminal 10, and the information providing computer 20 are connected to each other through the Internet or a wireless communication network which is a kind of online computer network. Therefore, the user information terminals connected to the Internet have a web browser such as an Internet browser (Netscape, Internet Explorer) that can display web content in the form of HTML, XML, or the like, or a mobile WAP browser.

On the other hand, the server computer 40 is provided with a control unit and a database necessary to perform a marketing agent for the web and mobile services according to the present invention, the control unit is composed of a program such that the control unit for operating the entire program In addition to the main program, it runs in conjunction with the web browser, web browser management program (41) for tracking the information accessed by the user through the web browser while monitoring the operation status of the web browser, manages the animation of the avatar, Avatar management program 42 for presenting the provided information to the user through the avatar, a server interworking program for requesting the information corresponding to the information providing computer, and providing the information provided from the information providing computer to the server computer through a communication protocol (43), recorded use A user needs analysis program 44 for analyzing user needs using a profile, a knowledge extraction program 45 for extracting marketing knowledge corresponding to each requested page by searching a knowledge database, and extracting the extracted knowledge to a user information terminal. A knowledge conversion program 46 for converting to fit, and a knowledge providing program 47 for transmitting the finally converted knowledge to the user communication terminal.

In addition, the database includes a user profile database 48 for storing a record related to a user's request for information or provision of information, a knowledge database 49 for storing information on marketing knowledge, and a 1: 1 correspondence to marketing knowledge. A knowledge conversion rule database 50 for storing information about knowledge conversion rules, a user information database 51 for storing basic information about the user, and the like.

As a result, the server computer 40 has a control unit and a database, and the user wants information and auto-promotion by voice or text as if the user is talking to the user in the form of an animated avatar, as shown in FIGS. 4 and 5. It is implemented in the form of a communication character on the information provider's homepage linked in advance.

Here, an agent program for displaying avatars such as the web browser management program 41, the avatar management program 42, and the server interworking program 43 on the screen is not necessarily embedded in the server computer in order to display the screen more quickly. It may be embedded in the user information terminal 10 by a method such as a user's download or other installation, and further includes the user request analysis program 44, the knowledge extraction program 45, the knowledge conversion program 46 and the knowledge. Programs involved in extracting information, such as the providing program 47, are not necessarily embedded in the server computer for faster information processing, but may be embedded in the information providing computer 20 by a method such as downloading or installing the information provider in advance. will be.

Therefore, when the user accesses the information providing computer 20 through the network 30 by the user information terminal 10, the agent program is driven, the web of the web accessed by the user by the web browser management program 41 When various information is tracked and a user requests specific information, the server interworking program 43 requests the information corresponding to the information providing computer 20, and at this time, the user request analysis program 44 Reference is made to the information in the user profile database 48.

In addition, the knowledge extraction program 45 of the information providing computer 20 searches for information in the knowledge database 49 to extract marketing knowledge corresponding to each requested page, and to extract the knowledge conversion program 46. The converted knowledge is converted to fit the user information terminal 10, and the knowledge finally converted into the knowledge providing program 47 is transmitted to the user communication terminal 10.

At this time, the information provided by the avatar management program 42 is more convenient and can be provided to the user in the form of text and voice with animation through the avatar as if assisted by a shopping assistant.

Therefore, it can effectively interact with users, receive information and marketing materials from target sites when necessary, promote them to users, and generalize the presentation format of internal information so that they can be easily connected with mobile protocols. And by developing intelligent agents based on avatars that make it easy to reuse information provision knowledge in mobile services, it is possible to do marketing based on real-time interactions that were not available in existing 1: 1 marketing, CRM, and mobile content delivery solutions.

Meanwhile, referring to the marketing agent method for web and mobile services of the present invention, as shown in FIG. 2, the marketing agent method for web and mobile services of the present invention includes at least one user information terminal and information provision. A marketing agent method for web and mobile services, comprising a computer and a server computer connected via a network, wherein the server computer includes a web browser management program and an avatar to track information accessed by a user through a web browser. A marketing agent system for the web and mobile services of the present invention comprising an avatar management program for presenting information to a user in the form of animation and a knowledge database storing information on marketing knowledge, and (a) in the knowledge database Pay for a website or WAP site Constructing marketing knowledge corresponding to each other; (b) analyzing and transmitting a request of a user according to the marketing knowledge to an information providing computer; and (c) from the information providing computer to a preset marketing for the site. And receiving (d) information on the received marketing information to the user information terminal using an avatar.

At this time, in the step (a), the mapping of the specific page of the web site and the marketing information corresponding to the page is stored, and in the step (d), when the user requests a specific page and monitors the corresponding page By requesting marketing information at the same time, it is possible to carry out additional marketing activities through the agent.

In addition, the user information terminal may be a mobile information terminal to enable dynamic marketing through mapping of content and marketing rules in the same manner with respect to a wireless environment such as a user personal computer and / or WAP on the web.

Therefore, the marketing information is a structured expression method as a knowledge expression method for marketing, and various interactive marketing information such as product promotion and company promotion in addition to simple contents.

Meanwhile, a more specific example of the steps (a) (d) (c) (d) is shown in FIG. 3 in the form of a flowchart.

That is, a user who wants to use the agent service runs an agent function on his or her PC or mobile device, and when the agent function is driven, an agent avatar is driven, and at the same time, a web browsing function is also driven (S1).

Subsequently, the user navigates the desired web site or WAP site through the web browser (S2).

Subsequently, when the target homepage screen is displayed (S3), the user program is monitored by the agent program, and the request is made to the information providing computer (S4) to the information providing computer at the remote site of the target site. Inquire about whether there is marketing knowledge (S5).

At this time, if the marketing and information providing knowledge site is requested to provide the rules to the remote information providing computer (S6).

Here, the communication protocol used for the rule request may use a variety of mobile protocols such as WAP (Wireless Application Protocol) in the case of mobile devices, and Common Gateway Interface using the Hyper-Text Transfer Protocol (HTTP) protocol in the case of the web. It is driven by calling).

Subsequently, the remote information providing server receives a user request (S7) and analyzes the corresponding request (S8).

In the present embodiment, the user request is delivered in the form of a Uniform Resource Locator (URL), but this can be done in various ways depending on the environment such as mobile.

Subsequently, the information providing computer extracts marketing knowledge and information most suitable for the analyzed user request from the knowledge database (S9).

In this case, the information providing computer maps the knowledge information of the corresponding knowledge database to the requested site location, so that when the user requests a specific page on the web, information related to the page can be quickly presented to the user. .

Here, the following information is described in the knowledge database referenced by the information providing computer.

That is, personal information such as user ID, identifier of the page, marketing information to be applied to the page, content to be provided to the user, the options presented to the user, and the avatar's response rule when the user selects for each option , Multimedia data to be added such as other images and sounds, additional information for updating the profile according to the type of users, and a set of animation commands to behave when the avatar is displayed.

Subsequently, if the knowledge extraction is successful (S10), the corresponding knowledge is converted into a form suitable for the user's information terminal by referring to the knowledge conversion rule database (S11) and provided (S12).

In this case, since the size of the screen is suitable for the terminal, the size of the screen varies according to the type of the terminal, and thus automatically recognizes such information and provides the optimized form to the user.

Here, an example of marketing information provided to a user is as follows.

〈!-FRAME-START

STATUS: valid

WINSIZE: 12, 5

LOAD-SPEAK: How are you? Welcome to the Yabis Site, the following items are recently popular.

LOAD-ACTION: Greet

BODY-TAG: 〈BODY bgColor = # ffffff topMargin = 0〉

FUNCTION: DoDimChae, "Dimchae refrigerator."

FUNCTION: mp3, "mp3 player"

FUNCTION: Kickboard, "It's a kickboard."

FUNCTION: Ga, "humidifier."

FUNCTION: Hello, "Today, the sky is clear. I want to present a flower to my lover."

FUNCTION: Jockey, "Hello", "Shop Jockey. From now on you can find more intelligent shopping agent service."

FRAME-END->

〈!-Marketing Information from Here-〉

<A HREF="http://www.yavis.com/product1" onmouseover=DoDimchae> 1. Kimchi refrigerator dimchae </a> <br>

<A HREF="http://www.yavis.com/product2" onmouseover=mp3> 2. mp3 player 〈/a〉

<A HREF="http://www.yavis.com/product3" onmouseover=kickboard> 3. Kickboard 〈/a〉

<A HREF="http://www.yavis.com/product4" onmouseover=Ga> 4. Humidifier </a> <br>

〈IMG src = "http://www.yavis.com/img/girl.gif" onmouseover = Jockey〉 〈br〉

〈A HREF="http://www.yavis.com" onclick=Hello> Greetings 〈/a〉 〈br〉

〈!-End of Marketing Information-〉

In this case, the information expression method may be represented by various structured expression methods (XML, HTML, SGML, WML) as an example.

In addition, this information expression method automatically interprets marketing rules using a web robot, for example, an avatar animation character has a voice saying to the consumer, "This site is carrying out the following special event." Alternatively, it may be performed by text, and the user's choice may be recognized by voice so as to continue the next conversation such as, for example, "as a main product."

As an example of such an intelligent conversation method, for example, when a real-time agent is linked to Yavis (www.yavis.com), as shown in FIG. 5, some screens are as follows.

Step 1. The user connects to www.yavis.com and installs the agent program.

Step 2. When the user starts the agent, the web browser remotely controlled by the agent is also started.

Step 3. When you access the yavis page with a web browser, the message "Hello agent avatar? The weather has become very cold. Yavis has a special discount on winter heating supplies in cooperation with Hi-Mart." Read by TTS while printing. At the same time, a separate dialog box pops up next to the avatar, showing Yavis's recommendations with an image.

Step 3.1 If the user selects Kimchi refrigerator among the event products in the marketing dialog, the page is displayed on the remotely controlled web browser and the contents of the marketing dialog are changed to show additional information of the kimchi refrigerator. At the same time, the avatar reads the contents related to the Kimchi refrigerator through the TTS.

Step 3.2 When the user mouses over the toy image of the event product in the marketing dialog, the avatar will click on the image and suggest that the product best suits the child's taste.

Step 3.3 When the user clicks on the image, the contents of the marketing dialog change to ask for the gender and age of the child to present. After answering this, the avatar can click the Next button to make more detailed settings, and if you click on the View Recommended Products function, it will recommend the best products for similar peers.

Step 3.4 When the user presses the Next button, the contents of the marketing dialog are updated again and the avatar explains the next action. At this time, it may recommend products related to the user's selection.

Step 4. If the user does not use the browser for a long time, the cyber avatar sometimes promotes the yavis site to the user, or promotes the contents or special promotions posted on the yavis site in real time.

Step 5. When the user selects an agent and selects the exit button in the popup menu, the program is terminated by leaving a greeting.

That is, when the knowledge is provided, if the marketing knowledge is a normal rule (S13), the user PC or the mobile device drives the avatar animation as shown in FIGS. 4 and 5 according to the corresponding knowledge (S14). The marketing rule is executed and knowledge is displayed to the user (S15).

Subsequently, the response is continued in accordance with the preceding order with respect to the reaction of the user (S16), and when the user does not need any more agent programs (S17), the agent program is terminated (S18).

In this case, the avatar animation is presented to the user in HTML format in the case of a web environment, and the knowledge is presented to the user terminal in WML format in a wireless environment through a WAP.

Here, the agent of the user PC and the mobile device interacts with the user about the displayed knowledge and accumulates additional knowledge.

Each of the above processes can be changed or changed in order when it is convenient to perform the marketing agent method for the web and mobile services of the present invention.

Therefore, by configuring the web site more dynamically using the agent function through the avatar, it is possible to be used as a kind of connection induction method through differentiation from other sites, and to manage the user 1: 1 in real time and efficiently It can increase the effectiveness of publicity through interaction, achieve popularization of voice recognition and text-to-speech technology, and cope with various website accesses, and interoperate with wireless communication service as well as online web service in the long term. It is the best solution to expand the scope of business.

On the other hand, the present invention is not limited to the above-described embodiment, and of course, modifications by those skilled in the art are possible without departing from the spirit of the present invention.

For example, in the embodiment of the present invention, the avatar animation is exemplified, but in addition to the three-dimensional avatar of various shapes, etc. may be applied. It can be applied in the form of 1: 1 shopping assistant who is connected and talks like a human being.

Therefore, the scope of the claims in the present invention will not be defined within the scope of the detailed description, but will be defined by the following claims and the technical spirit thereof.

As described above, according to the marketing agent method and system for the web and mobile services of the present invention, the information of a specific site is provided to the user in real time through the Internet or mobile interaction, and the contents to be promoted in the specific site As an agent device marketing to users, it serves as a guide for the site, promoting the contents or products of the site, answering user questions, and helping users find the information they want within the site. This makes it easier for users to navigate the website. In addition, as a marketer, as a marketer, it provides a function for presenting contents or products to be actively promoted to the user, thereby reducing the cost of product promotion and maximizing the effectiveness of the promotion.

Claims (6)

Claims [1] A marketing agent method for a web and mobile service, comprising at least one user information terminal, an information providing computer, and a server computer connected through a network. The server computer may include a web browser management program for tracking information accessed by a user through a web browser, an avatar management program for presenting information to the user in the form of an animation through an avatar, and knowledge for storing information about marketing knowledge. Database, (a) building marketing knowledge corresponding to each page of a web site or a WAP site in the knowledge database; (b) analyzing the request of the user according to the marketing knowledge and transmitting the request to the information providing computer; (c) receiving information about marketing preset for the site from the information providing computer; And (d) providing the received marketing information to the user information terminal using an avatar; Marketing agent method for a web and mobile services, characterized in that comprises a. The method of claim 1, The information providing computer or the server computer, A user needs analysis program that analyzes the user's needs using the recorded user profile, a knowledge extraction program that searches the knowledge database to extract the marketing knowledge corresponding to each requested page, and extracts the knowledge into the user information terminal. A knowledge conversion program for converting the information, a knowledge providing program for finally transferring the converted knowledge to a user communication terminal, and requesting information corresponding to the information providing computer, and transmitting the information provided from the information providing computer through a communication protocol. A marketing agent method for web and mobile services, comprising a server interworking program provided to a server computer. The method of claim 1, In the step (a), mapping and storing the specific page of the web site and the marketing information corresponding to the page, and in the step (d), if the user requests a specific page and monitoring the marketing information corresponding to the page Marketing agent method for the web and mobile services, characterized in that by simultaneously requesting the user to conduct additional marketing activities through the agent. The method of claim 1, The user information terminal is a mobile information terminal to enable dynamic marketing through mapping of content and marketing rules in the same manner for a wireless environment such as a user's personal computer and / or WAP on a web. Marketing agent method for. The method of claim 1, The marketing information is a marketing agent method for a web and mobile service, characterized by using a structured expression method as a knowledge expression method for marketing, and a variety of interactive marketing information such as product promotion, corporate promotion in addition to simple content. Claims [1] A marketing agent system for web and mobile services, comprising at least one user information terminal and an information providing computer and a server computer connected through a network. The server computer may include a web browser management program for tracking information accessed by a user through a web browser, an avatar management program for presenting information to the user in the form of an animation through an avatar, and a recorded user profile. A user needs analysis program that analyzes needs, a knowledge database that stores information about marketing knowledge, Build the marketing knowledge corresponding to the page of the web site or the WAP site in the knowledge database, analyze the user's request according to the marketing knowledge and transmit it to the information providing computer, and set the marketing preset for the site from the information providing computer. And a control unit programmed to receive information about the received information and provide the received marketing information to the user information terminal using the avatar.